• <abbr id="ck0wi"><source id="ck0wi"></source></abbr>
    <li id="ck0wi"></li>
  • <li id="ck0wi"><dl id="ck0wi"></dl></li><button id="ck0wi"><input id="ck0wi"></input></button>
  • <abbr id="ck0wi"></abbr>
  • <li id="ck0wi"><dl id="ck0wi"></dl></li>
  • Home >

    Anta'S "Olympic" Sports Marketing Rules

    2010/12/24 16:18:00 84

    Olympic Anta

    2010 is a new year of sports. At the beginning of the Winter Olympics in Vancouver, the Youth Olympic Games in Singapore in the middle of the year and the just concluded Asian Games in Guangzhou, the intensive sports events not only aroused people's enthusiasm for sports and sports, but also became a stag for all sporting goods companies in China.


    As a partner of the Chinese Olympic Committee,

    Anta

    The Chinese sports delegation of all the above events will receive the prize equipment and interests in the arms.

    Ding Shizhong, chairman and CEO of Anta's board of directors, has expressed the hope that through Anta's strategic cooperation with the Chinese Olympic Committee, Anta will be able to associate with Chinese sports in the future.


    Two years later, how will Anta win in the London Olympics? Now we have seen the answer.


    Technology wins


    "Sponsoring the Chinese Olympic Committee is a huge task. For Anta, we need to accumulate experience." Zhang Tao, vice president of Anta, said, "the award equipment is a comprehensive assessment of our design, technology, production, quality control and so on. The whole management system must keep pace with it.

    We must accumulate this experience in order to serve the Chinese sports delegation at the more remarkable London Olympic Games, and also to achieve greater success for Anta. "


    Take the award winning equipment of the Chinese sports delegation of the Asian Games as an example.

    design scheme

    Since the release of the draft, a number of strict and meticulous adjustments have been made.

    This set of award equipment is divided into dozens of SKU (minimum stock unit), including the award dress, the award shoe, the round collar T-shirt, the pull rod box, the backpack and so on.


    "The time for us to produce various kinds of equipment for our delegation,

    Blanking

    It takes an average of 60 days to go to the factory.

    But the list of delegations can not be released early or may change at any time. If there is a special size, it must be urgently deployed. "Zhang Tao said," therefore, we have reserved two production lines to deal with emergencies.


    If we look back at the Winter Olympic Games in the 2010 Spring Festival, the situation is even more special.

    How to design the award winning clothing of the Chinese sports Corps under the extreme ice and snow environment? It should be warm and light, waterproof and breathable. At the technical level, these requirements are contradictory to some extent.


    "We finally passed the test through the introduction of new materials and new technologies," Zhang Tao said. "Winter Olympics can be regarded as the technological sail of Anta's sponsorship of the Chinese Olympic Committee. Our design and manufacture of the award dress is the highest among all previous awards from the aspect of science and technology."


    Resource integration


    At the brand level, the series of integrated marketing around the core of the award winning equipment has become Anta's magic weapon.

    When Anta was exposed to Chinese TV players, including Anta winning dress, in TV screens, newspapers, magazines, Internet media and mobile MMS, Anta got hundreds of millions of exposure.


    "This is not a substitute for regular advertising," Zhang Tao said. "As long as Chinese athletes win medals, Anta's prize winning equipment will witness the glory of the podium with them.

    When you receive the award, you can see Anta, which makes everyone strengthen a concept: in all sports brands, Anta is closer to the champion and Chinese sports.


    Anta and the Chinese Olympic Committee have established the "China Olympic Committee Reception Center", which is nicknamed "the home of China".

    Every day, athletes who win gold on that day can receive media interviews here; the first Jin Qinggong, Qianjin Qing Gong...


    The official activities and sponsorship activities of various Chinese Olympic committees were held here. The "home of China" did not form the media gathering place of the Guangzhou Asian Games and the gathering place of Chinese sports people.

    The "home of China" and the award winning equipment overlap each other virtually. For Anta, its brand connotation, representing Chinese sports and representing the essence of sports, has been further deepened.


    Brand architecture


    Winter Olympics, Youth Olympic Games, Asian Games...

    After repeated international competitions, Anta is constantly consolidating its cognitive base of mass brands while accumulating experience.

    {page_break}


     

    "Before the 2012 London Olympics, Anta had a whole year, and Anta could better summarize the previous experience," said Mr. Sun, a sports marketing observer, "but this also poses a challenge for Anta: the lack of influential events in 2011, which is not very good for the implementation of the Anta sponsorship."


    "Sports marketing does not just mean race marketing.

    Competition is the focus of public attention in the short term. In the long run, there are too many places to be excavated in the Olympic culture brought by the identity of the Chinese Olympic Committee, "Zhang Tao said.


    When signing the contract with the Chinese Olympic Committee, Anta said that the two sides should jointly promote the popularization and development of the Olympic cause in China.

    The 2012 London Olympics is a hot topic, but before that, Anta also prepared other actions.


    At present, the brand structure of Anta is known as the "roof map" by the media.


    The "roof" on hand with the Chinese Olympic Committee is the official sponsor of the Chinese Legion to fight for competitions at home and abroad; the middle is basketball, tennis, running and other professional resources, such as the long term sponsorship of CBA and other Chinese professional league matches, signing NBA top stars Garnett and Scola, to assist tennis players such as Zheng Jie and Jankovic.

    • Related reading

    WAL-MART'S Future: Can Double Sales Be Doubled In 10 Years?

    Agency world
    |
    2010/12/24 10:41:00
    155

    Levi 'S China Shanghai Launches Its New Brand Denizen

    Agency world
    |
    2010/12/22 14:50:00
    206

    Fashion Brand [UNIQLO] Promotes Fast Fashion

    Agency world
    |
    2010/12/20 18:38:00
    64

    中國時裝洋娃娃首登Frimousses de créateurs拍賣活動

    Agency world
    |
    2010/12/10 14:26:00
    41

    He Jiong Endorsed Zorro'S Brand New Product And Added Afanda Element.

    Agency world
    |
    2010/12/8 10:01:00
    62
    Read the next article

    Wen Quotient Global Distribution &Nbsp, Coping With Trade Wall

    Yesterday, the Wenzhou spectacles chamber received an early warning information on trade barriers from overseas trade warning points in the United States, and immediately made a comprehensive analysis of the information, and was ready to issue reminders to the relevant enterprises.

    主站蜘蛛池模板: 国产特级毛片AAAAAA视频| 性xxxxfeixxxxx欧美| 免费一级片网站| 蜜芽国产尤物AV尤物在线看| 国产精品另类激情久久久免费| yellow中文字幕网| 极品国产人妖chinesets| 再深点灬舒服灬太大了np视频| 免费在线视频你懂的| 国内精品久久久久伊人av| 一级毛片特级毛片黄毛片| 日本三级黄视频| 亚洲天天做日日做天天欢毛片| 精品香蕉一区二区三区| 国产精品亚洲一区二区三区在线| 一级毛片特级毛片国产| 日本免费xxxx| 九九精品国产99精品| 欧美巨大xxxx做受中文字幕 | 厨房娇妻被朋友跨下挺进在线观看| 抽搐一进一出gif日本| 女同学下面粉嫩又紧多水| 久久国产精品无码一区二区三区 | 男人边吃奶边做弄进去免费视频| 国产区精品福利在线社区| 69国产成人精品视频软件| 少妇被又大又粗又爽毛片久久黑人| 久青草国产免费观看| 男人j进女人p里动态图| 国产一区二区高清| 日本wwwxxxxx| 国产精品天堂avav在线| japanmilkhdxxxxxmature| 日本一卡精品视频免费| 久久精品国产亚洲av电影| 欧美日韩中文字幕在线观看| 免费大片黄在线观看| 腿张大点我就可以吃扇贝了| 国产成人精品综合在线观看| 91资源在线观看| 女同学下面粉嫩又紧多水|